In less than four years, Isetan Beauty, once considered a paradigm shift in the department store, has also closed down.
According to the public number fashion business news, Japan’s high-end department store Isetan beauty store Isetan Beauty announced yesterday that it was affected by the brand strategy adjustment and re-layout, its first in China in Jing’an Joy City, Shanghai The store will be closed on September 22 and will remind consumers to use the remaining Isetan Beauty membership points as soon as possible.
In recent years, with the sluggish consumption of physical stores, industry competition, especially the competitive pressure of the beauty and skin care products industry and the rise of e-commerce, foreign retail brands come and go like a guise, plus UNIQLO The representative brands have differentiated the customer base of the department store industry with the advantages of relatively low price and good quality. The traditional department store industry is also struggling.
This is not the first time Isetan has closed down. As early as eleven years ago, Mitsukoshi Isetan (JP-3099) shut down the first store opened in China – Shanghai Huating Isetan. At that time, along with the Huating Isetan closed store, the sales were reduced for five consecutive years, fewer and fewer passengers, more famous brands were continuously withdrawn, and customers complained. Of course, it is also one of the reasons why it is not grounded enough and not enough to be Chinese.
Isetan Beauty, a beauty store in Isetan, was born in Shanghai Joy City in December 2015, when the domestic department store industry landslide, shopping center became the trend, and the retail industry sought transformation. The “showroom” scene is the direction of this change. Isetan split the dominant category and opened a separate beauty store. Lianhe.com has reported that this new format store was considered by Isetan to seek new growth points. It is the first attempt in China, but in Japan, Isetan Beauty has 15 stores.
Isetan Beauty covers an area of about 800 square meters and has about 100 beauty brands, including high-profile brands such as Estee Lauder, Lancome and Shiseido, as well as emerging niche brands such as Crabtree, which takes into account young consumption. Personalized needs. In addition, a Japanese-style nail beauty service is provided to enhance the customer’s stay time, while a green meal bar provides a light meal for shoppers to rest. Compared to Sephora, which is also a beauty store, Isetan Beauty has worked hard on user stickiness, leaving as many consumers as possible in the store. In addition, there are many beauty instruments to experience.
It can be said that Isetan Beauty has made some innovations at the same time as the mature beauty makeup store such as Sephora, and it was initially expected. However, the search group found that consumers’ evaluation of this integrated store is polarized. The advantage is that there are many brands. The disadvantages are that there is no price advantage compared with the counter, the quality of the salesperson is different, and the supply chain management is out of order. One customer mentioned: “Original online shopping, offline self-raising is very convenient, but the products ordered on the Isetan Beauty online, to the store, but more than once the arrival of the goods is not timely. “The original online and offline linkage sales model is ineffective.
According to the report of Lianhe.com, the president of Mitsukoshi Isetan Group, Atlantic, mentioned in 2016 that for the traditional department store, in addition to the category killer, boutique, and store, there is also an important factor for the purchaser. . The guide is the intelligence officer who can collect the customer information. It is the leader of the department store, but they belong to the supplier management. What problems occur in the supply chain, how to deal with it, the department store is helpless, and the marketing management ability of the store is getting lower and lower.
The consumer shopping experience caused by supply chain problems is poor until 2018.
In addition, there are about three Sephora within 2 km of the surrounding area. There are about 9 counters in Shiseido, Estee Lauder, Lancome and so on. In the face of the impact of e-commerce channels, Mitsukoshi Isetan settled in JD in September 2018, but it seems that it has not yet set off.
In Japan, the transition of Mitsukoshi Isetan is also unsatisfactory.
The Mitsukoshi Isetan is now integrated in the original Mitsukoshi Department Store and Isetan Department Store in 2008. The integrated Mitsukoshi Isetan has repeatedly heard the discord in the company’s operations and manpower management. In management, thinking is aging and rejecting innovation. By 2018, Mitsukoshi Isetan issued a final report in March, with a net profit loss of 960 million yen in 2017. Also this month, the Isetan Matsudo store in Chiba Prefecture, Japan was closed.